Research On The Development Strategy Of The W Auction Company Under The Background Of Internet +

Over the past decade,thanks to the rapid development of China’s economy,the domestic art auction market has been developing and tending to mature.After reaching its peak in 2011,it has entered a slow adjustment period.At the same time,the concept of "Internet +" has penetrated into various industries.The tremendous opportunities and challenges it brings have not only overturned many traditional industry giants,but also created many new industries.A large number of art online auction platforms have been developing rapidly.At present,although the domestic traditional art auction market maintains a good development trend,there are still some problems,such as the slowdown of domestic market development,the solidification of market competition pattern and online auction.As a leader in the auction market,traditional art auction company,is facing new challenges in the face of market slowdown and technological innovation.How to keep pace with the times and maintain its leading position in the Internet + trend has become a new research topic.Therefore,this article carries on the case analysis to W company,using the method of combining qualitative analysis with quantitative analysis,defining the external environment of W company through PEST analysis,art auction industry development status analysis and competition environment analysis and summarizing the external opportunities and threats.At the same time,starting from the three levels of enterprise development,enterprise resources and enterprise capabilities,the internal resources and capabilities of W company are analyzed from nine perspectives: enterprise development process and organizational structure,human resources,customer resources,market operation and development capabilities,culture and brand marketing capabilities,and the development status of Internet + auctions.The strength is analyzed,and its internal advantages and disadvantages are summarized.Based on the analysis of SWOT model,this paper has carried out a comprehensive analysis of W company.From the dual perspective of "Internet + innovation" and "offline auction maintenance",we have formulated a scientific and rational strategic plan.Frist,Internet + business mode innovation strategy is constructed,IT upgrading of traditional business.Second,To build the "Internet + culture" industry layout strategy,break the W company’s original "Internet + auction" strategy cognitive limitations,in order to open up the new development situation under the background of "Internet +".To establish the business consolidation strategy of traditional offline auction,we will deepen the traditional auction business from the aspects of service upgrading,customer development,brand building,medium and low-end market penetration,Asia Pacific core market development,etc.,so as to maintain the market competitive advantage of traditional auction business and consolidate the existing market position.Finally,this paper also elaborates on the safeguard measures of W company’s strategy implementation from the perspective of organizational structure,human resources and corporate culture.